Having an institutional character helps in communicating a brand's identity as much as the logo itself, although in other areas such as reaching the sensitive fibers of the heart of your audience. It can transmit closeness, values and feelings that help your brand to be memorable, in such a way that together they are the perfect combination to have a complete identity without forgetting all the good practices and policies of the brand, such as its professionalism of service, the quality of its infrastructure and the neatness of its products.